Brand Experience: Virtual/360
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through virtual/360 experiences should be entered.
"The Man Your Man Could Smell Like" Responds to the Internet
How could Old Spice leverage "The Man Your Man Could Smell Like" to engage with people on a more intimate level? The result was the "Response" campaign, an experiment in real-time branding in which "The Man Your Man Could Smell Like" recorded 186 personalized YouTube messages. The work became one of the most popular interactive efforts in history and changed the way brands interact with their fans. What's more, the work boosted the bottom line with record results, as sales of Old Spice body wash doubled from the previous year.
Brand: Old Spice
Client: Procter & Gamble
Only in a Woman's World
With research showing women increasingly avoiding the chip aisle, Frito-Lay set out to reconnect with female consumers. The web-based 'Only In A Woman's World' comedy series engaged consumers beyond traditional advertising delivering content that embraced the quirks and idiosyncrasies that truly make women who they are. This series forged new tight-knit relationships with female consumers that have them reconsidering Frito-Lay products altogether.
Brand: Frito-Lay Women's Portfolio
Client: Frito-Lay North America
Agency: Juniper Park
Virtual Army Experience
The U.S. Army's recruitment campaign has increased its investment in event programs. Because many events promote the spectacle they attend, such as NASCAR, rather than promoting the benefits of a career in the Army, they have failed to deliver results. A new approach called the "Virtual Army Experience" allows people to learn about Army careers, experience a simulated mission and meet soldiers. This approach has generated high-quality leads, reduced the cost per lead and improved qualitative perceptions of an Army career.
Brand: U.S. Army
Client: United States Army (Office of Economic & Manpower Analysis)